Al's Family Farms Case Study

Background

Al’s Family Farm is one of the nation’s leading Citrus and Specialty Fruit providers located in Pierce Florida. They are a thriving family business running for 36 years that “picks, packs, and ships” fresh citrus in-house. Most of their business comes from out of state customers ordering online. Nett Solutions is proud to partner with Al’s every season to help this distribute their delicious fruits to homes all across the country.

The Challenge

When we met Al’s Family Farm they needed help improving the efficiency of their Google Adwords campaign. We knew this would be a unique challenge because of the seasonal nature of the orange farming business. We had a very small window of time each year to make a huge impact in their bottom line and we were up for the challenge.

Our audit of Al’s Family Farms’ Adwords and Analytics accounts showed many of the clicks and impressions were spent on people outside of their target audience. This triggered a chain reaction of increased CPC, lower impression share and low quality score. Those things negatively impacted Al’s Family Farms’ CPA and profitability. Al’s budget was not being distributed to where it was needed so the true campaign potential was never realized.

The Nett Solution

Our first step was to adjust match types on the keyword level. The second step was to create and constantly optimize a negative keyword list. These two steps greatly reduced wasted spend on non-performing or low converting keywords. We also implemented custom bid strategies based on CPA per product to provide the best possible rank, conversion rate and ROI. Due to the tight seasonal window, we tediously monitored analytics on a daily basis to adjust and improve performance whenever necessary.

The hard work paid off. We were able to produce a higher ROI in just one season and the best part was we didn’t increase their ad spend one single penny!